Home
Research
Lectures &  In-house training
Case Studies
Contact

 

  • Customer Relationship- and Loyalty Marketing

Little evidence comes from marketing literature concerning loyalty management. The purpose of our research is to contribute to a better theoretical knowledge about the sources of efficiency in loyalty programs.

It develops two ideas: firstly, the selective impact of the loyalty program, and secondly its effect on the modification of purchase behaviour.

Our proposals are more than generic, off-the-shelf frequency marketing solutions. Loyalty schemes should be designed to fit a brand, a market and individual customer needs. They should meet a company's specific objectives and reflect a systematic approach to building stronger relationships and to growing the lifetime value of customers.

.

Research is principally made within the framework of the French-German research group IRGREM (International Research Group for Relationship and E-Marketing).

IRGREM was initiated in 2000 by Pr. Benavent, Pr. Gaul and Dr. Meyer-Waarden with the universities of Karlsruhe, Pau and Lille and is financed by EGIDE/PROCOPE  in France (French and German Ministeries for Foreign Affairs). 

We are not giving anecdotical evidence as lots of authors do in the domain but we are working on real "hard" purchase behaviour by using econometric modelling.

4 workshops on CRM, loyalty, recommender sytems, e-commerce had already been hold in Germany and France: to download them

1. September 2001 in Pau: Click here

2. December 2001 in Karlsruhe: Click here

3. July 2002 in Bayonne: Click here

4. October 2003 in Bayonne: Click here